Marketing Plan: Green Marketing Observation and Portfolio Analysis

Pages: 8 (2976 words)  ·  Bibliography Sources: 15  ·  Level: Master's  ·  Topic: Business  ·  Buy This Paper

SAMPLE EXCERPT:

[. . .] These factors are price, quality, convenience, and tome, or a combination of these. Studies in the field have revealed the fact that certain customer categories are willing to pay more for extra quality in the products they use. Whole Foods seems to understand this and establish a pricing strategy for its organic milk that satisfies customers' possibilities and the company's necessities.

Green Packaging

Organic milk's packaging is an important area where companies can increase their efforts in their attempt to develop environment friendly practices. In the case of Whole Foods, the company has banned plastic grocery bags. In addition o this, it encourages the use of reusable grocery bags by providing affordable bags and by paying at least a nickel-per-bag refund. Whole Foods is also implementing the use of reusable and compostable plates and bowls in our dining areas.

The frequent usage of recycled paper with high percentage of consumer waste is another area in which Whole Foods reveals its genuine interest in developing eco-friendly practices. Another important fact that must be discussed when analyzing companies' green marketing relies on their interest and ability in determining consumers to address environment friendly practices. If companies limit their interest to what they are doing and do not promote these practices to their customers, their effects are reduced.

This is not the case of Whole Foods. The company is interested in creating an environment friendly vision by involving its customers in this process. Therefore, Whole Foods provides receptacles for glass and plastic recycling in its dining areas. It also provides collection boxes in most of its stores for cell phones and ink jet cartridges. It is very important that companies educate their audience. This ensures that an increased number of people address environmental protection actions.

The company replaces plastic and paper prepared food containers and utensils with all-natural fiber packaging (Whole Foods, 2012). These are made of renewable resources such as begasse made from sugar cane pulp and wood fibers that are compostable and chlorine and dioxins free. This is an important eco-friendly activity.

Green Promotion

The organic milk commercialized by Whole Foods must be properly promoted in order to ensure that customers understand the products' benefits. Therefore, the organic milk's packaging, label, and advertisements reveal the fact that it is 100% certified. The online store of the company also provides such information.

However, should the company limit its green activity to itself, than little results would be achieved. Whole Foods uses promotional techniques in order to determine customers, suppliers, and business partners to address similar environmental friendly activities. The increasing number of customers that purchase Whole Foods organic milk reflects its power of influence in such cases. The company's print ads are made on recycled paper and use water based inks and solvent free printing processes.

Organics

The entire Whole Foods business model is built on organics. The organic agriculture that Whole Foods' products are determined by help ensure the health of consumers, farmers, and the environment. Organic farming allows the development of biodiversity, reducing the danger of large scale crop failure and plant disease. It focuses on natural prevention instead of pesticides. Organic farms do not use persistent pesticides, fungicides or herbicides. It also ensures the safety of food, the integrity of soil and crops by prohibiting the use of genetically modified organisms (GMOs). Water quality is also improved by eliminating harmful runoff from artificial fertilizers and other toxic chemicals.

Whole Foods Green Initiatives

Palm Oil

Whole Foods focuses on protecting rainforests, communities, and the global climate by supporting the development of sources of sustainable palm oil. Therefore, the company only uses independently verified and certified palm oil. In addition to this, Whole Foods requests its peers to do the same.

Biodiesel

The company's trucks mostly use biodiesel fuels, reducing CO2 emissions into the air. Its fleet also benefits from aerodynamic aprons to reduce wind resistance and fuel consumption. These trucks also use a fuel-saving system. This allows engines to be used more efficiently.

Whole Foods Portfolio Analysis

Irony aside, Whole Foods' organic milk can be considered a cash cow. This position is reached by an increasing organic milk market segment. Whole Foods benefits from this by gaining more profits from organic milk while it is not necessary to increase its investments in order to reach this objective.

Conclusions

Green marketing is an important practice with important benefits on companies, customers, and the environment. Whole Foods represents a difficult to reach standard for its competitors. The sustained efforts made by the organic foods stores chain reveals its genuine interest in environmental protection. Whole Foods cannot be accused of greenwashing regarding its organic milk, as it is continually intensifying its efforts in green packaging, reducing carbon print, and resource usage.

The company's green mission is reflected in its organic milk marketing strategy and in its production process. Whole Foods has managed to significantly reduce its energy consumption by implementing wind energy and solar panels technology. In addition to this, its fleet of trucks uses technologies intended to reduce biodiesel dependence.

The fact that the company's business is based on organic products such as organic milk represents the pillar of its success in addressing eco-friendly practices. By certifying its organic milk in accordance with highest standards, Whole Foods is able to provide high quality organics. Its leadership position on most organic foods market segments is ensured by the high quality of its products. However, this also determines the price disadvantage. The company's investments are reflected in its products' high prices. Although studies in the field state that certain customer categories are willing to pay more for extra quality, high prices are an impediment for many buyers.

Another important business aspect where Whole Foods reflects its commitment to environment friendly practices is represented by its influence on stakeholders. The company uses its strong position and relationship with suppliers in order to determine them to address eco-friendly practices. Whole Foods also educates its customers into protecting the environment by determining them to use paper bags, to recycle glass and plastics, and by offering them the opportunity to recycle cell phones and inkjet cartridges. The important celebrities that shop at Whole Foods also represent a factor of influence on their fans. In addition to this, Whole Foods also requires its competitors to implement the same environmental friendly practices. However, in this case, it can be considered that its competitors would do so in order to try to reach the standards imposed by Whole Foods. It is important that companies invest in environmental protection in order to increase their productivity.

Reference list:

1. Johnson, F. (2012). Green Marketing Concepts: How to Cash In with Ecological Niche Marketing. Retrieved May 9, 2014 from http://books.google.ro/books?id=8yJLxn2bLZkC&printsec=frontcover&dq=green+marketing&hl=ro&sa=X&ei=CD5tU-eZDqWkyAP8soDoAw&ved=0CCoQ6AEwAw#v=onepage&q=green%20marketing&f=false.

2. Ottman, J. (2011). The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding. Retrieved May 9, 2014 from http://books.google.ro/books?id=uIDO3Gr-4usC&printsec=frontcover&dq=green+marketing&hl=ro&sa=X&ei=Fz9tU_enPIenyAPtuIDgBA&ved=0CB8Q6AEwAA#v=onepage&q=green%20marketing&f=false.

3. Green Mission (2014). Whole Foods Markets. Retrieved May 9, 2014 from http://www.wholefoodsmarket.com/mission-values/environmental-stewardship/green-mission.

4. Whole Foods Market's Green Mission Report (2012). Whole Foods. Retrieved May 9, 2014 from http://www.wholefoodsmarket.com/sites/default/files/media/Global/Core%20Value/2012GreenMissionReport_0.pdf.

5. Green Power Partnership (2014). Environmental Protection Agency. Retrieved May 9, 2014 from http://www.epa.gov/cleanenergy/.

6. Shanley, P. (2002). Tapping the Green Market: Certification and Management of Non-Timber Forest Products. WWF. Retrieved May 9, 2014.

7. Winston, W. & Mintu-Wimsatt, A. (2013). Environmental Marketing: Strategies, practice, Theory, and Research. The Haworth Press. Retrieved May 9, 2014 from http://books.google.ro/books?id=vq1Qv8slRp4C&printsec=frontcover&dq=green+marketing&hl=ro&sa=X&ei=yGhtU7-9BMfLywOStoGQBQ&ved=0CD4Q6AEwCA#v=onepage&q=green%20marketing&f=false.

8. Conrad, J. & Horowitz, S. (2010). Guerilla Marketing Goes Green: Winning Strategies to Improve your Profits and Your Planet. Retrieved May 9, 2014 from http://books.google.ro/books?id=bzorYOiNPKsC&printsec=frontcover&dq=green+marketing&hl=ro&sa=X&ei=tWltU7PsFaKMyQO0vYDABQ&ved=0CEMQ6AEwCQ#v=onepage&q=green%20marketing&f=false.

9. Smith, T. (1998). The Myth of Green Marketing. University of Toronto Press. Retrieved May 9, 2014 from http://books.google.ro/books?id=1CQMwBDWNXsC&printsec=frontcover&dq=green+marketing&hl=ro&sa=X&ei=QmptU-PbEuOlyQPBkoCgBg&ved=0CCcQ6AEwAg#v=onepage&q=green%20marketing&f=false.

10. Ottman, J. (1998). Green Marketing: Opportunity for Innovation. NTC Business Books. Retrieved May 9, 2014.

11. Whole Foods Uses EasyPack to Recycle Fluorescent Bulbs and Batteries. Air Cycle Corporation. Retrieved May 9, 2014 from http://www.aircycle.com/articles/whole-foods-easypak-recycling/.

12. Head, L. (2012). Why Organic Needs a Re-Brand. Green Biz. Retrieved May 18, 2014 from http://www.greenbiz.com/blog/2012/08/03/why-organic-needs-re-brand. [END OF PREVIEW]

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